Hotel and travel review site TripAdvisor.com has come under fire in recent years for the abundance of fake reviews on its website, but many travelers still see the platform as the industry’s leading place for “real” information about a hotel or destination.

But the site was dealt another blow this week when Peter Hook, a general manager of communications with Accor hotels in Sydney, Australia, admitted that he has posted 100+ anonymous reviews online in recent years, Travel Mole reported. Most of Hook’s reviews were positive reviews about Accor hotels or critical reviews of the brand’s competitors.

The company Kwikchex, which specializes in online reputation management, identified Hook, who wrote reviews under the name Tavare. Hook admits to writing the reviews, but claims that each “resulted from personally experiencing the product.”

A spokesman for TripAdvisor told the Telegraph: “It would clearly be inappropriate for a senior executive of a hotel company to review hotels within their own company. All hotel reviews posted by this member are being removed pending investigation.”